Harley-Davidson, the iconic motorcycle manufacturer based in Milwaukee, announced on Monday that it would be discontinuing its diversity and other progressive initiatives. The company's decision follows a recent wave of pressure from conservative activist Robby Starbuck, known for his successful campaigns against diversity, equity, and inclusion (DEI) policies at various American companies.

In a statement posted on an undisclosed platform, Harley-Davidson expressed its disappointment at the negative social media attention it had received in recent weeks, aimed at dividing the Harley-Davidson community. The company clarified that it had ceased its DEI function since April 2024 and no longer had hiring quotas or supplier diversity spend goals.

Although the company indicated that it would review its sponsorships and partnerships, it stated its commitment to focus solely on growing the sport of motorcycling. As a result, Harley-Davidson mentioned the possibility of discontinuing sponsorships of LGBTQ+ Pride festivals, which it had previously supported. This decision also led to the company severing ties with the Human Rights Campaign, a leading LGBTQ+ advocacy group.

"We remain committed to listening to all members of our community," the statement affirmed, as the company appeared to address concerns raised by Starbuck and other conservative figures who had amplified his social media posts. Starbuck had accused Harley-Davidson of embracing "woke" culture and listed various examples, such as sponsoring LGBTQ+ entrepreneurship bootcamps and supporting workforce diversity.

This move by Harley-Davidson follows a similar pattern observed with companies like Tractor Supply and John Deere. Tractor Supply recently made headlines when it announced the elimination of jobs and goals related to diversity, equity, and inclusion, as well as the withdrawal of its carbon emission reduction goals and the end of sponsorships for LGBTQ+ Pride festivals and voting campaigns. Similarly, John Deere declared that it would no longer support "social or cultural awareness" events and would conduct an audit of its training materials.

Robby Starbuck hailed Harley-Davidson's decision as a "win for our movement." The activist, who has an established track record of pressuring companies to abandon their DEI policies, teased that he had another target in sight.

Harley-Davidson declined to comment on the matter when approached by CNN. The company's retreat from diversity initiatives now raises questions about the future direction of its corporate policies and its relationship with various external organizations.

It remains to be seen how this latest development will impact the perception and support of Harley-Davidson, with some applauding the move as a rejection of "cancel culture" and others expressing disappointment over the abandonment of inclusivity efforts.